Cadbury Case

Customer satisfaction is the major aim of a marketing concept. Due to how products are successfully marketed, consumers sometimes neglect the quality of product. According to a survey, stylish shape and composition, seasonal popularity and chocolate affinity are the main factors of people eating chocolate. A study related to Cadbury Dairy Milk indicates that chocolate ingredients and chocolate costs are among the major consideration factors for consumers, before buying chocolate (Vrontis and Vignali, 2001). A study conducted shows chocolate popularity leads to £3.6 billion of chocolate consumption per year, which is quite significant as compared to other product consumption in United Kingdom (Doherty and Trachell, 2007). Product affinity includes product price which is within consumer's budget and product's effect on consumer's health after consumption. Chocolate can act as an antioxidant as there is a rise high-density lipoprotein (HDL) as flavonoids are to be found in cocoa beans (University Of Texas, n.d.). "It increases blood flow to the brain and heart, so it can improve cognitive function and overall memory" (Hayes, 2010).

Individuals have their own preference on goods and services they purchase. A person's personality is related to motivation. Thus, it can be used to investigate consumer behaviour for a particular product (Kotler, et al., 2007). In marketing, marketers use a concept related to personality which is referred to as self-concept. The idea of self-concept is that marketers believe that consumers are more likely to choose products or brands that match their personality (Kotler, et al., 2007). In understanding consumer's self-concept, there will be an increase in consumer attitude, purchase intention and behaviour, and in satisfaction and loyalty (Wu & Chan, 2011).